‘Cold Pizza’ holding same time slot rating

The new ESPN2 morning show "Cold Pizza," which debuted Oct. 20, is averaging
the same 0.1 rating that ESPN2 previously attained in the time slot with workout
shows and various other programming. The gender breakdown is also about the same,
with the audience being 24 percent female.

The live "Cold Pizza" broadcasts from 7 to 9 a.m. ET (it re-airs from 9 to 11
a.m.) have averaged 62,000 households, less than one-tenth of a percent of ESPN2's
total reach.

While it does not appear to be getting traction with viewers, no alarm bells
are sounding. There have not been any major changes made to the show, and an ESPN
spokesman said the network will be patient.

"We kind of had modest expectations at launch," said Josh Krulewitz, ESPN's director
of owned events and college public relations. "People aren't accustomed to seeing
an active live series in the morning. It takes time, and we're committed to 'Cold
Pizza' and we expect the audience to build."

The show represents an important and expensive initiative for ESPN as a company,
as it tries to give ESPN2 its own face and anchor.